U-Fong Chua

E-Commerce Director, MU ASEAN

Beiersdorf

U-Fong Chua, e-commerce director, MU ASEAN, at Beiersdorf, has been in the e-commerce and FMCG industry for more than a decade. Currently, he is responsible for growing the Beiersdorf’s online channel across Southeast Asia by building and managing the e-commerce team with more than 40 people across brands like NIVEA, Eucerin and Hansaplast.

Before Beiersdorf, he honed his experience at well-established companies such as The LEGO Group, P&G and L’Oréal. He graduated studying engineering, after which he took a 180-degree turn and changed his career path.

Like his career choice post-graduation, he believes it is this same boldness that makes any campaign today stand out, while authenticity is what makes consumers stay.